Qatar National Hotels Company (QNH) unveiled its new corporate identity, Katara Hospitality, at the ongoing Arabian Travel Market (ATM) expo in Dubai.

The rebranding generated by a name more relevant for the company’s ambitious international expansion plans will herald a new era of opportunity for the hospitality giant, in line with Qatar’s own tourism development strategy, said a top official.

"As we embark on a new wave of strategic expansion, we seized the opportunity to redefine the brand and set the scene for future growth of not only our rapidly expanding portfolio, but of Qatar’s reputation as a key player in the global tourism market," remarked Sheikh Nawaf bin Jassim bin Jabor Al-Thani, chairman of Katara Hospitality.

The word ‘Catara’ dates back to 150 AD and was originally used by the ancient Greeks to refer to the area known as the Qatar Peninsula, before European cartographers began using the spelling ‘Katara’ on historical maps dating from the first half of the 18th century.

“The decision to revive the name Katara reflects our rich cultural heritage and honours the country’s ancient roots, while being symbolic for our recognition beyond the regional borders since ancient times," said Sheikh Nawaf.

"This cultural wealth is the foundation for our national vision, and is the basis on which Qatar and Katara Hospitality are developing a sustainable tourism offering for future generations to come," he added.

The launch of its new corporate identity, designed by international branding consultancy Lambie-Nairn, has the twin goals of raising brand awareness in key targeted international markets as well as developing long-term business-to-business partnerships with leading global hospitality and tourism players.

Katara Hospitality will also use ATM as a platform to share exciting plans for future global development within its broad remit as asset owner, developer and manager of a growing hospitality portfolio on three continents.

“Our focus on international expansion began in 2006 with the acquisition of the Renaissance Sharm El Sheikh Golden View Beach Resort in Egypt, and we currently have 24 hotels operational or under development in eight international destinations," said Hamad Abdulla Al Mulla, CEO of Katara Hospitality.
 
"We are looking to increase that to 30 properties by 2016 and double that figure by 2030 to 60 hotels and resorts around the world," he added.

With more than 4,000 hotel rooms already operational or under construction, Katara Hospitality has a number of openings on the horizon including two new Qatar-based projects – an iconic development in the Marina District of the new Lusail city and the Merwebhotel City Centre Doha – and three new European properties in 2013 - the Royal Savoy Lausanne; the Gallia Hotel Milan; The Peninsula Hotel Paris, as well as a second Parisian location with a five star hotel.

2014 will mark the opening of an impressive project in Switzerland, the Bürgenstock Resort Lake Lucerne.

According to Al Mulla, a new iconic hotel that upholds the cultural roots of the Qatar-based company is being developed in a prime location in Lusail City.

“With an architectural design inspired by the insignia of Qatar, the Lusail Marina property’s stunning architecture is set to become a leading hospitality landmark” he added.-TradeArabia News Service